Digital displays drive dairy


Stop_&_Shop US, aholdTwo US supermarket chains are using instore media to highlight new products in the dairy department.

According to the Path to Purchase Institute, Ahold’s US brands, Giant-Landover and Stop & Shop, have build on their ‘1st’ frozen food program launched five years ago, expanding it into dairy.

Around 430 of Ahold’s US stores now feature refrigerated displays topped with digital screens to allow product messaging to be shown. FMCG companies are able to pay to secure placement in these standalone fridges.

The program allows for up to six new products to be highlighted each month, with advertising space sold internally, while the displays are leased from 3 Feet Media.

Brands to take up the paid advertising opportunity so far include Kraft, Dannon, Florida’s Natural, and Almond Breeze


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